Content Marketing TemplateContent Marketing is the New PR – it’s the best way to reach and grow your audience. It’salso “the new SEO.” It combines the power of publishing with the one-on-one interactivityof the web.11. Use content marketing to create and improve relationships with: a. Customers i. Current, prospective, past b. Media i. Traditional ii. Online iii. Analysts c. Other key constituencies i. Investors ii. Partners iii. Suppliers/vendors iv. Industry peers/competitors2. Customers and content marketing a. Find new customers b. Deepen relationships with customers i. Improve brand value ii. Increase sales c. Solve customer service issues3. Media relations via content marketing a. Meet new media contacts b. Deepen relationships with existing contacts c. Pitch stories and generate media mentions4. Maintaining other contacts via content marketing1 For more on this strategy, check out this landmark Google post:http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html www.jgcllc.biz email@example.com
JGC Content Marketing TemplatePage 2 a. Keep them informed b. Maintain and build relationships c. Build your network5. Content and contact: the main tools of content marketing a. Content: i. Self-created 1. Social media posts 2. Blogging 3. White papers, other value-added content 4. Video/audio/photos 5. Promotional materials 6. Press releases ii. Created by others 1. Media mentions 2. Partners, investors, industry analysts b. Contact: One-to-one relationship building and customer service i. Email marketing ii. Social media interaction iii. Face-to-face (conferences, meetups, devcons, etc.)Step One: Audit and Monitor1. Audit your company and/or brand’s current content marketing and search presence. a. What comes up when you search your brand and company on: i. Google/web search ii. Facebook iii. Twitter iv. YouTube v. LinkedIn vi. Google+ vii. CrunchBase for tech companies2. Before starting a proactive campaign, do you need to do remedial work on any of these sites?
JGC Content Marketing TemplatePage 3 a. Search: use SEO to deal with negative pages b. Facebook: deal with employee or customer problems complaints directly c. Twitter: does search reveal negative tweets? If so, follow tweeter/s and address concerns. d. LinkedIn: are employee profiles accurate? If not, work with them to update. e. CrunchBase, Google+ and LinkedIn: Update company background information and contacts.Step Two: Your Plan1. Audience: Whom are you trying to reach? a. Who are they (demographics)? b. Which social sites do they use? c. What are their behaviors/preferences?2. What are your business objectives? a. Increase number of customers/leads b. Promote and sell products/services c. Improve customer relations d. Increase the value of the brand/company e. Build thought-leadership3. What strategies will you use? a. Content creation b. Interacting with your audiences c. Creating opportunities for people to discover and share your content4. What tactics and tools will you use? a. Blogging b. Press releases c. White papers d. Conference speeches and events e. Media relations f. Social media marketing (e.g., Facebook, Google+, Twitter, YouTube)5. How will you measure the results? a. Raw metrics b. Translate raw metrics into Key Performance Indicators (KPIs)
JGC Content Marketing TemplatePage 4 c. Track KPIs over time, adjust as needed6. Iterate and observe a. Content marketing is constantly evolving b. Strategies, tactics, tools, KPIs are constantly evolving c. Review your progress against plan continuously, and plan to revise it annually